A TYPOLOGY OF MALE CONSUMERS ON THE MEN’S ELEGANT FASHION MARKET: CASE STUDY OF POLAND

The authors of the presented article conducted primary research among contemporary gallants, aiming to identify consumer types within the niche of elegant men’s clothing, including possible dandies. In the conducted study, online surveys were posted on internet forums and thematic groups focused on Polish male smart dressers. As many as 30% of respondents considered themselves as dandies, and three types of customers were distinguished: exacting sartorialists, low-budget gallants and phonies. The difference between the first two is mainly due to disparities in purchasing budgets. Phonies, on the other hand, appear to be superficial in purchase decisions, perhaps gaining interest in an elegant style only as a temporary whim. The results will prove useful for brands in the men’s elegance segment, broadly highlighting the in-depth characteristics of different customer groups. Moreover, contrary to the subject literature, the research shows that dandyism is still a lively trend.

Tunisian Consumer Quality Perception and Preferences for Dairy Products: Do Health and Sustainability Matter?

Consumer awareness about dairy quality increased in the last years, specifically after recent food incidents worldwide (aflatoxin contamination in Europe, 2013, E. coli outbreak in the USA, 2015). In Tunisia, food security and sustainability are at the center of agricultural and food strategies. Therefore, data collected from a face-to-face survey of 214 participants in three cities of Tunisia were analyzed with the aim to identify the general trends of dairy consumption in Tunisia. A factor analysis was conducted to define the way consumers perceive the concept of dairy quality with regards to health and sustainability perceptions. Then, by means of cluster analysis we explore the existence of specific consumer types in relation to dairy quality perceptions, with clear-cut and statistically solid socio-demographic and behavioral profile. Three consumer types were highlighted to evaluate dairy quality, based on different quality dimensions, such as health and sustainability, experience, visible quality, brand name, price and innovation. The results show the emergence of a specific segment of young and older consumers, more educated, and with health and sustainability concerns toward dairy quality.

PSYCHOLOGICAL ANALYSIS OF CONSUMER BEHAVIOR OF STUDYING YOUTHS

The consumer behavior of studying youths, as more susceptible to external stimuli of the social group, is not constant, it undergoes changes, and therefore, there is a need for a systematic study of its aspects. The article reveals the results of a study of the characteristics of consumer behavior of studying youths at the present stage. Based on the analysis of the data obtained, conclu-sions were drawn about marked consumer types, the degree of conspicuousness in consumption, consumer preferences, as well as the peculiarities of making a decision on purchases.